Gartner Research

Use Advertising to Retain and Grow Your Existing Customers

Published: 12 January 2018

ID: G00329246

Analyst(s): Ewan McIntyre


Advertising is a powerful tool for retaining and growing existing customers, yet it is often considered primarily as an awareness and acquisition medium. Marketing leaders can use this research to understand how linking customer data with advertising planning builds marketing effectiveness.

Table Of Contents
  • Key Challenges



  • Build Your Understanding of the Place of Advertising Across Your Customers' Journeys
  • Adopt an Account-Based Marketing Mindset, Whether You're B2B or B2C
    • Start With the Data and Resources Available

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